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Type: Review DOI: 10.15580/GJIICS.2018.1.112018162 This paper is premised on the hypothesis that gamification is a digital metanarrative that is very susceptible to the sociological discourses of political economy. Drawing insights from the critical paradigms of David Berry’s (2014) critical theory in digital capitalism, Thomas Allmer’s (2015) critical theory and social media: between emancipation and commodification and Hamilton, Bodle and Korin’s Explorations in critical studies of advertising, intersecting client culture and market technology, it argues that gamification’s rationalist assumptions have severe limitations when it comes to investigating digital marketing in context because it interfaces with the critical narratives of the online customer in ways which are complex. These critical customer narratives have to do with crowdsourcing, new habits and addictions of the online customer, cognitive/affective behaviourism, emotional branding, and deconstructive problems of consumer trust that relate to ethics, law and cyber security of data use. Submitted: 20/11/2017 Accepted: 25/11/2017 Published: 29/03/2018

greener journal of internet information and communication system

Digital marketing gamification and limitations of its strategic power: exploring the online universe of the consumer in critical contexts of political economy